Continuing my conversation with Editor Alex Popov. We moved to the topic of Fashion Biz Trends. What do we expect to happen in these uncertain times? How will fashion evolve? No easy questions to answer. But, we had fun.
Stay Safe.
I had to pop over to IKEA for a few home items. Getting inside the store today, similar to waiting to get on a ride at Disneyland. Crowd Control in the New Normal.
We spoke with fashion Editor in Chief Alex Popov on the upcoming trends in menswear. What to expect?
Black and Paper coverage from the capital.
Berlin retail is struggling to get shoppers in stores. On Thursday the place was empty. Hopefully, things will get better once restaurants reopen.
Still a lack of shoppers at local malls and stores. The air of uncertainty continues to affect buyers after reopening 8 days ago.
The “New Norma”l is not normal. Berlin is feeling the psychological impact of the Coronavirus. Although the German capital has not been as hard hit compared to other regions of the country, the effects cut across the city.
Stores have opened, yet people continue to stay away. The retail experience is almost a prozac nightmare. Cordoned off areas of stores, lines to enter, no dressing rooms, mandatory wearing of face masks.
Berlin partially lifted the lockdown. On Saturday I decided to go go to the KuDamm, the city’s main shopping area, to see the results of the reopening. The department store KaDeWe had it fist day of sale on the 25th. I ventured in, curious. Shopping in the “New Normal” written for an episode of “Black Mirror”. As with other stores I checked last week, people stayed away.
The city has eased the lockdown but shoppers are staying away from malls. Demand has dissolved. The “New Normal” for the short term means less consumption.
What makes it hard to buy? The constant reminders of the Coronavirus. A Mood killer!
Berlin partially lifted the lockdown form the Coronavirus Crisis. Stores up to 800 meters may open. But the limits are as follows: A limited number of people allowed for 20 meters. Sounds easy, but Soviet Union 1975, people standing in line waiting to get in a store.
I wanted to see it for myself. As one of the first major cities to reopen, the German capital could represent life with Covid-19. A living petri dish of the “New Normal”.
Shopping experience in a Post Lockdown world means distance.
I went to a denim shop in the city center for a pair of jeans. The sales person, a friend, was sitting outside as I came up. I entered the store with a mask in my hand, but he wearing his. There was tape on the floor to mark the 2 meter space in front of sales desk. Funny, the store felt a bit bare. I asked what happened. The previous collection was sent back to the head office. It did not sell. The carry over pieces are available until the Spring looks arrive.
I asked about business. A mixed reaction. He preferred people stay at home, not window shop. Better to call ahead for a pair of pants. It is safer. But the lack of buyers concerned him. If the lack of customers continued he feared the store would close in a matter of months. I got a pair of new jeans for the spring.
I walked around the shopping area, all the boutique shops looked empty. A street once filled with people, tumble weeds could have rolled across. A few stores marked down items at 70%. Few takers.
A bit strange walking into a sore filled with salespeople wearing masks and warning signs of a virus. Even asking a staff member 2 meters aways felt awkward. Next time I think Whats App.
The Mitte mega mall, Alex, had more employees than customers. To enter, shoppers have to go through line control. Once shopping was about connivence, now, drudgery. Opened for business but no shows. The public stayed away on the first opened day after 5 weeks in lockdown.
Stay Tuned for more.
I checked on family members the other day. Like everyone living in a lockdown, I reached out for a long conversation. Thankfully, everyone is OK.
The talked shifted to malls and shopping. What happens for the re-openings? Macy’s, the mall staple, when I was young the department store was a first stop. According to my sister, not anymore. It’s no secret the chain has suffered over the years. But I had no clue how bad things had gotten. A backstory, management in the early part of the century went on a buying merging spree. Buying Federated Department Stores, then May Company creating a massive coast to coast power retail brand. The problem, shoppers shifted to online buying, brick and mortar stores felt old fashioned. Secondly, the company became highly leveraged. Unable to react quickly as customers left to other shopping experiences. The company made some concept store changes. Then announced more closures. Macy’s became a wondering company without a soul.
Back to the conversation with my sister, Shopping! I asked her about going to Macy’s. The “GOD NO” response said it all. Their shoe department is awful. Shoe are left out, stacked in boxes for you to get them yourself. Not even organized! There is no sales person. When in a service industry, cutting customer service seems the same as 2+2=3.
“They need new buyers because the clothes are bad. Who would want to wear anything? I stopped going to Macy’s a long time ago”. I got the perfect example of a lost retail customer because of the short sighted nature of those in charge.
I am writing this story based one of the retailers local store, not a flagship location. However this tale could be a gage for a wider picture. Macy’s has been in retreat mode for years posting erratic sales, falling numbers, and site closures.
If a store cannot entice my sister to buy a new pair of shoes. That says a lot!